This morning I went on a cross-country mountain bike until the world’s end, in Maldon, Essex, UK; here’s a picture and a map.
On the left was the sea, and on the right farmers’ fields.
One hour in, I came across a sign, no exit from sea wall for 4 miles (6.44 km); when you exit, it’s another 4 miles to the main road; consider turning back, 3 miles (ca. 5 km).
Every hundred meters, I was greeted with a trail that would take me back to civilisation along with a ‘private, no access’ sign. It might as well have said trespassers would be shot.
I was desperate to get back to the main road; I was supposed to take the kids to school…
It got me thinking about the value that could have been created if these farmers had done something different.
There is a significant footfall on this long coastal path and a lot of nothing in the middle.
What if instead of ‘turn back now’ the sign said, “access to the main road here, via our farm shop and café”? Or what if they sold maps and rented bikes for the intrepid traveller who might have walked there!
What a difference would that make to the weary traveller looking for a quick drink or a spot of lunch?
When it comes to technology value creation, the value of doing something different is massive.
Challenging the technology status quo in 2022 typically falls into three categories:
Improving the overall customer experience
Increasing practice efficiency
Acquiring and onboarding new firms, brands, or customers.
How will you challenge the status quo?
What value could you bring to your customers?
What might you not even know they are missing?
What’s your farm shop equivalent?
Keep leading; it matters!